Coke Launches New Packaging Designs and Marketing Approach in Key Markets as Part of Global Pilot

Coca-Cola is piloting new packaging graphics
and marketing communications that unify the look of its core trademark brands –
Coca-Cola, Coke Zero, Diet Coke/Coke Light and Coca-Cola Life – in 13 countries
starting this month.

The launches – which will roll out this year in
countries including Spain, the United States and 11 markets in the Northwest
Europe and Nordics region – will test the effectiveness of applying familiar
Coca-Cola imagery and brand personality more prominently across the Coke
Trademark. This approach aims to simplify and visually connect the “Coca-Cola family" while supporting the company's commitment to offer choice, with more clarity and
more investment behind all Coca-Cola Trademark brands.

While the company’s nearly-129-year-old
flagship brand will clearly be positioned as the head of the Coca-Cola family,
the communication will highlight the unique role each variant plays in the
Coca-Cola portfolio using signature colors (black for Coke Zero, silver for
Diet Coke/Coke Light, and green for the new Coca-Cola Life) and clear
ingredient descriptions (such as “Zero Sugar, Zero Calories”) to make it easier for consumers
to choose the brand they want.

“We built a visual identity system that takes
Coke’s universally cherished and immediately recognizable elements – including
the Spencerian script and dynamic ribbon – and links them to all variants,”
explains James Sommerville, VP, Global Design.

Two Packaging Designs

Participating markets will launch one of two packaging
design approaches. The first, “Monocolor” (pictured above), features single-colored packaging
for each brand and a horizontal typography that visually connects packs when
lined up side by side on the shelf or in a cooler. This design will be launched
in 11 markets in the Northwest Europe and Nordics region including: Finland,
Iceland, Great Britain, Ireland, France, Denmark, Norway, Sweden, Belgium, the Netherlands and
Luxembourg.

The “Split” design (pictured below), which will launch in
Spain, sports a horizontally divided look, with Coke red appearing above the horizontal
ribbon on every pack, and the variant’s signature color appearing below.